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Tag: Cycle Agarbathies

  • The campaign showcases the Bollywood icon endorsing the brand’s new positioning

    Cycle Agarbathi rolls out latest ad campaign

    By A Correspondent

     

    Following the recent announcement of Cycle Pure Agarbathies bringing Amitabh Bachchan on board as a brand ambassador, the brand has rolled out its ad campaign ‘Prarthana ki shuddhata’ (Purity of prayer).

     

    Created by DDB Mudra South and East, the campaign showcases the Bollywood icon endorsing the brand’s new positioning ‘Prarthana ki shuddhata’ across a multitude of media vehicles nationally.

     

    Centered on the theme of purity, the campaign beautifully marries the functionality of the product to the core value of the brand. It takes a leap forward and stresses on purity of thought along with hope and optimism that the brand has always stood for. Through the campaign, Cycle Pure Agarbathies is planning to reinforce its position in the market and also to make in-roads into the hearts and minds of new customers.

     

    The theme-line has been translated as two 30 sec ad films which are the key element of the campaign. Produced by Rising Sun Films and directed by Shoojit Sircar, of the “Piku” fame, the television commercials are supported by radio spots and direct outreach programmes across the country. The campaign is also introducing the new packaging of Cycle Pure Agarbathies and incorporating Amitabh Bachchan as the face of the brand on the packets.

     

    Arjun Ranga, Managing Director, Cycle Pure Agarbathies said, “We are extremely proud to be associated with Mr. Amitabh Bachchan. He is an embodiment of honesty, transparency, ethics and dedication that Cycle Pure Agarbathies stands for making him the perfect fit to be the brand ambassador. His focus on hard work and persistent career innovations also resonates with optimism that we wish to evoke in the minds of our consumers. He is an icon that the nation reveres, the association with Mr. Amitabh Bachchan will be an ideal platform for us to connect with our audiences across the country.”

     

    Sonal Dabral

    Commenting on the campaign, Sonal Dabral, Chairman & Chief Creative Officer, DDB Mudra Group said, “Cycle Agarbathies is a 60 year old iconic brand of trust and heritage. It is built on values of sincerity and purity. Really, there is no one who can speak for the brand better than Mr. Amitabh Bachchan. The campaign at one level is a straight testimonial. But they are also personal stories of warmth that come from his heart. Of course, a perfectionist that he is, Mr.Bachchan was passionate about the stories and was fully involved in the crafting of the scripts. I’m sure the audience will feel the sincerity and purity of the brand in these simple heartfelt anecdotes.”

     

  • 'Cycle Agarbathies Trusted player of the match' and 'Trusted player of the series' Award will be presented to the best all-round performers in the series, which runs from June 28 to July 11.

    Cycle Pure Agarbathies to co-sponsor ODI tri-series in Windies

    By A Correspondent

     

    Cycle Pure Agarbathies is co-sponsoring the one-day international tri-series between India, Sri Lanka and West Indies, from June 28 to July 11. The tri-series will be held at two venues this year: The first half at Sabina Park in Kingston, Jamaica, and from July 3 in Trinidad.

     

    The ODI Tri-series will feature a total of seven one-day matches including the final. As a part of the co sponsorship initiative Cycle will feature on pitch mats, perimeter boards, and third umpire decisions. Special awards will be given to the players who showcase best all-round performance and also exhibit true sportsmanship. The awards that will be presented to the best all rounder are ‘Cycle Pure Agarbathies Trusted player of the match and Trusted player of the series award.’

     

    Cycle Pure Agarbathies is also the associate sponsor for the sports programme ‘Straight Drive’ that will be aired on Ten Sports during the ODI Tri-series.